Sure. I think this responds a little bit to Ms. Leslie's question. I think these new social media tools are especially useful in the area of tobacco, because what the research shows us in tobacco is that quitting is very contagious. If someone in your social network quits, you're much more likely to quit. In the past, maybe 10 years ago, you'd have to go to a support group in your community; you'd have to find some sort of clinic. Now these social networks are available to us at the touch of a button.
We've been looking at what other jurisdictions have already been doing. In Florida, for example, they've developed a Twitter-based cessation aid called Qwitter, which has been quite successful and they have had good results with that. New York City has a Facebook community, I Quit Because, where people go on and give their reasons and share their support. Here in Canada, even, the Canadian Lung Association has used social media and e-cards that you can send to your friends to ask them to quit with you, and they've had quite a lot of success with that. We've also looked at other jurisdictions, such as Australia. When they've launched their health warning messages, they've found that using a multimedia approach to support that has increased the calls to their quit line.